Comscore Looks to Count Co-Viewing in TV Measurement Update

Person-level methodology will roll out next month amid rival Nielsen's stumbles

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Comscore will begin counting not just the number of households who are watching programming on TV, but the exact people within the household who are watching it.

A product update, which Comscore plans to roll out in October, will begin providing person-level viewership estimates across the measurement firm’s local market, over-the-top and cross-platform measurement tools. The new method, which will replace household-level audience data, combines Comscore’s existing set-top-box data with survey inputs from households around the country to estimate which programs multiple household members are watching together, and which ones they are not.

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